Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Europeans and tourism


Published on

Published in: Travel
  • Be the first to comment

  • Be the first to like this

Europeans and tourism

  1. 1. Flash Eurobarometer 334 Attitudes of Europeans towards tourism SUMMARYFieldwork: January 2012Publication: March 2012This survey has been requested by Directorate-General for Enterprise and Industry and co-ordinated by Directorate-General for Communication (DG COMM “Research and Speechwriting” Unit). This document does not represent the point of view of the European Commission. The interpretations and opinions contained in it are solely those of the authors. Flash Eurobarometer 334 - TNS Political & Social
  2. 2. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism” Flash Eurobarometer 334 ATTITUDES OF EUROPEANS TOWARDS TOURISMConducted by TNS Political & Social at the request of Directorate- General for Enterprise and Industry Survey co-ordinated by Directorate-General for Communication 2
  3. 3. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism” TABLE OF CONTENTSINTRODUCTION .............................................................................................. 41. RESEARCHING AND PLANNING A HOLIDAY ............................................ 62. THE HOLIDAY EXPERIENCE .................................................................... 73. TRAVELLERS’ PROFILE IN 2011.............................................................. 94. HOLIDAY DISABLING FACTORS IN 2011 AND 2012 ............................. 115. HOLIDAYS PLANNED FOR 2012 ............................................................ 12ANNEXESTechnical specifications 3
  4. 4. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism”INTRODUCTIONThis Flash Eurobarometer, “Attitudes of Europeans Towards Tourism” (No 334), wasconducted at the request of the Directorate-General for Enterprise and Industry in the 27 EUMember States and in seven additional countries: Croatia, Turkey, the Former YugoslavRepublic of Macedonia, Norway, Iceland, the Republic of Serbia and Israel. Serbia and Israelwere not included in previous waves of this survey.The objectives of the survey were to study: respondents’ motivation for going on holiday in 2011, the types of research and modes of organisation that people use before taking a holiday, attitudes towards tourism ( e.g. preferred holiday destinations, and the types of holiday that respondents favour), respondents’ travel profiles in 2011,the reasons why respondents did not go on holiday in 2011, including the potential impact ofthe current economic crisis and respondents’ holiday plans for 2012The interviews were carried out by telephone (fixed-line and mobile phone) between 10 and14 January 2012 with nationally representative samples of citizens, in the 27 EU MemberStates, Croatia, Turkey, the Former Yugoslav Republic of Macedonia, Norway, Iceland, theRepublic of Serbia and Israel. The sample size varied between countries, ranging from about500 in the smallest countries to about 1.500 in the largest (see section “TechnicalSpecifications” in the Annexes where the actual sample sizes for the 34 countries areindicated).To correct for sampling disparities, a post-stratification weighting of the results wasimplemented, based on the main socio-demographic variables. ************** The Eurobarometer web site can be consulted at the following address: We would like to take the opportunity to thank all the respondents across the continent who have given of their time to take part in this survey. Without their active participation, this study would simply not have been possible. 4
  5. 5. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism” Note ABBREVIATIONS EU27 European Union – 27 Member States NMS12 The 12 new Member States DK/NA Don’t know / No answer BE Belgium BG Bulgaria CZ Czech Republic DK Denmark DE Germany EE Estonia EL Greece ES Spain FR France IE Ireland IT Italy CY Republic of Cyprus LT Lithuania LV Latvia LU Luxembourg HU Hungary MT Malta NL The Netherlands AT Austria PL Poland PT Portugal RO Romania SI Slovenia SK Slovakia FI Finland SE Sweden UK The United Kingdom HR Croatia TR Turkey MK Former Yugoslav Republic of Macedonia IS Iceland NO Norway RS Republic of Serbia IL Israel 5
  6. 6. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism”1. RESEARCHING AND PLANNING A HOLIDAYHalf of the respondents who went on holiday for at least four nights say thatrest/recreation was one of their main reasons for going.Almost half (48%) of respondents say they went on holiday for rest/recreation (includingwellness/health treatment), while just under a third (32%) took a holiday in order to spendtime with their family. Over a quarter (28%) of respondents say they went on holiday forthe sun or the beach, with the same proportion (28%) saying that they went to visitrelatives or friends. This question was not asked in earlier waves of the survey. Previously,respondents were asked what influenced their choice of destination, and in 2011 the mainattractions were given as the environment (32%), cultural heritage (27%), andentertainment (14%).A location’s natural features and the quality of the accommodations are thefeatures most likely to persuade holiday-makers to go back to a previously chosendestination.Half (50%) of respondents say they would go back to a place for its natural features, suchas the weather or the landscape, while a third (32%) say that the quality of theaccommodation would persuade them to return. Around a quarter (27%) of respondents saythat the general level of prices would be a reason for them to go back to the same place.Factors influencing "loyalty" to a destination have been polled for the first time with thepresent survey.A majority of respondents consider the recommendations of friends, colleagues orrelatives when making decisions about travel.A majority (52%) of respondents say that the recommendations of friends, colleagues orrelatives are important to them when making travel decisions, while four people in 10 (40%)say that internet websites are important in the decision-making process. Personalexperience is cited as an important factor by a third (32%) of respondents.Over one person in 10 says that travel/tourist agencies (16%) and free catalogues andbrochures are important (11%). Less than one respondent in 10 says that the other factorslike: newspapers, radio and TV (7%), paid-for guidebooks and magazines (7%) and socialmedia sites (5%) are important when it comes to making decisions about travel plans. 6
  7. 7. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism”A majority of respondents organized their holiday via the internet, which was byfar the most popular method.A majority (53%) of those who took a holiday lasting at least four nights say that they usedthe internet to make their arrangements. Just under a quarter (23%) of respondents saysthat they made their plans through a travel agency, with a similar number (22%) sayingthat they arranged their holiday through someone they know.Under one person in five(18%) made their arrangements over the phone, while less than a tenth of respondentsmade their arrangements on-site (9%) or over the counter of a transport company (4%).2. THE HOLIDAY EXPERIENCE A majority of respondents who went on holiday in 2011 stayed in their own country. Base: 60% from the total number of respondents (15 848 respondents) (Those who went on holiday for at least four nights in 2011) When asking the question (OUR COUNTRY) is replaced by the name of the country the interview is conductedHolidaying in the own country domestically was most popular in Turkey (91%), followedby Greece (80%), Bulgaria (77%), Italy (74%) and Croatia (73%). Domestic holidays wereleast common in Luxembourg (2%) and Malta (5%). ‘In the EU’ was the most common inLuxembourg (93%), Malta (91%), Belgium (76%) and Cyprus (73%). But relatively fewrespondents went for a holiday in the EU in Turkey (6%). Holidaying in another countryoutside the EU was the most popular option in Slovenia (69%) and in Serbia (44%). 7
  8. 8. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism”Over a tenth of EU respondents (11%) who went on holiday said they visited Spain. This isfollowed by Italy (9%), France (8%), Germany (5%), Austria (5%), and Greece (4%).Excluding the answers of the people who stayed in their own country for holidays, the mostvisited countries are Spain (17%), Italy (17%), France (16%), Germany (13%) and the UK(10%).Half of respondents went on a holiday where the components of their trip, such astransport and accommodation, were bought separately.A majority of people in 15 of the 34 countries covered by the survey say that they took aholiday in 2011 where transportation and accommodation were booked separately.This approach was particularly common among holidaymakers in Ireland (69%), Denmark(65%), Germany (63%), and the Czech Republic (60%). This kind of holiday was leastpopular in Hungary (30%), Turkey (31%) and Estonia (32%).Over three quarters of respondents who took a holiday in 2011 used a car ormotorbike at least once to reach their destination.Over three quarters (78%) of respondents say that they travelled at least once by car ormotorbike when journeying to their holiday destination, while just under half (46%) say thatthey went by airplane. Nearly three out of 10 (29%) people say that their journey includedat least one train trip, with two out of 10 (20%) respondents having taken at least one busjourney on the way to their holiday destination. A further 14% of respondents say that theyrode on at least one boat in order to reach their holiday destination.When it comes to airplane trips, while 50% of EU15 respondents took at least one planejourney, only 24% of NMS12 respondents did so.Over 90% of respondents express satisfaction with the natural features and thequality of accommodation at their holiday destination.Travellers satisfaction has been polled for the first time with this survey.Over nine out of 10 (94%) respondents say that they were satisfied with the naturalfeatures of the place they went to on holiday. A similarly large majority (93%) ofrespondents say that they were satisfied with the quality of accommodation in the placethey stayed.Over eight people in 10 (85%) were satisfied by the way in which tourists werewelcomed, with 47% saying they were very satisfied and 38% fairly satisfied. Just 5% saythey were not satisfied with the welcome shown to tourists.Over eight respondents in 10 (82%) were also satisfied by the general level of prices.Just under eight out of 10 people (79%) say they were satisfied by the activities on offer. 8
  9. 9. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism”3. TRAVELLERS’ PROFILE IN 2011Over seven out of 10 respondents travelled either for business or private purposesin 2011.Over seven out of 10 (72%) respondents said they travelled at least once in 2011 -confirming the results obtained for 2010, when the survey was conducted on a smallersample.In all but two of the 34 countries under consideration here – namely Serbia (42%) andTurkey (44%) – a majority of respondents said that they had made an overnight trip foreither private or business purposes at least once in 2011. Among EU countries, the lowestrate of citizens travelling occurred in Malta (50%) and Portugal (54%).The results show a fairly even distribution in terms of the number of times people travelledfor business or private purposes for at least one night during 2011. 15% of respondents saidthat they travelled once in 2011 (-1 point compared with 2010); 12% travelled twice (-2points); 10% went away from home three times (-1 point); 13% travelled four or five times(no change on the previous year); 11% went away from home between six and 10 times(+1 point); and 11% travelled more than 10 times (+3 points). Just over a quarter (26%) ofrespondents did not travel at all (-1 point). 9
  10. 10. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism”Men (74%) were slightly more likely than women (70%) to have travelled overnight in 2011.Younger respondents were more likely to have travelled. While 79% of 15-24 year-olds saidthat they had spent at least one night away, this falls to 76% among 25-39 year-olds, 74%among 40-54 year-olds, and to 65% among the 55+ group.A majority of respondents who went on holiday for less than four nights stayed inpaid accommodation.Staying in this type of accommodation was the most common option among respondents inIreland (70%), Israel (67%), Finland (64%) and Luxembourg (64%). At the other end of thescale, relatively few people stayed in paid accommodation in Serbia (20%), Macedonia(37%), Croatia (39%) and Estonia (40%).Just under half (47%) said that they stayed with friends or relatives while just under a fifth(18%) of respondents said they stayed in their own property or second home, while overone in 10 said they stayed in another type of location (14%) or on a camping site (12%).NMS12 respondents were more likely to say that they stayed in a second home than EU15respondents, by a margin of 28% to 17%. People in the countries were also more likely thanthose in the EU15 to say that they stayed with friends or relatives, by a margin of 59% to44%.Respondents in the 25-39 age group (59%) are the most likely to have stayed in paidaccommodation, while 15-24 year-olds are the most likely to have stayed with friends orrelatives. Respondents aged 55 and over are the least likely to have stayed in paidaccommodation and also with friends or relatives.A majority of respondents who spent at least one night away in 2011 stayed inpaid accommodation for at least four nights.EU15 respondents who spent at least one night away during 2011 are more likely to havespent four or more nights in paid accommodation than those in the NMS12 (by a margin of62% to 49%. Staying in paid-for accommodation for four or more nights was mostcommon in the Netherlands (73%), Slovenia (71%) and Denmark (70%). Least commonwas in Estonia (36%), Lithuania (37%) and Serbia (39%). 10
  11. 11. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism”4. HOLIDAY DISABLING FACTORS IN 2011 AND 2012Nearly half of the people who did not go on holiday in 2011 chose not to do so forfinancial reasons.Over four out of 10 (45%) respondents said that they did not go on holiday for financialreasons, which is slightly more than the 43% who said this in the February 2011 survey.Just under a quarter (23%) of respondents said that they chose not to go away for personalor private reasons, down slightly on the 25% of people who said this in the previous wave.Roughly one respondent in 10 (11%) said that they preferred to stay at home with family orfriends (+1 point compared with the previous survey) and that they did not go due to lack oftime (9%, no change since last year). Base: 28% from the total number of respondents (7 342 respondents) (Those who didn’t travelled in 2011)In 12 countries a majority of respondents who did not go on holiday in 2011 said that theydid not do so for financial reasons. People most commonly offered this explanation inBulgaria (71%), Greece (70%), Hungary (66%), Ireland (62%) and Romania (62%).Relatively few people did not go on holiday for financial reasons in Austria (15%), Denmark(17%) and Finland (20%). Respondents in the 25-39 and 40-54 age groups (52% and 55%respectively) were more likely to say they did not go away for financial reasons than peoplein the 15-24 or 55+ age groups (39% and 37% respectively). 11
  12. 12. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism”Three quarters of EU respondents are planning to go on holiday in 2012, but a thirdmight change their holiday plans on account of the economic situationWhile 42% of EU15 respondents said that they were going on holiday in 2012 and had notchanged their plans, only 32% of people in the NMS12 gave this response.In almost all surveyed countries a majority of respondents said that they were planning togo on holiday in 2012 with the highest proportions of people saying this occurring inDenmark (89%), Finland (89%), Germany (87%), Norway (87%) and Austria (86%). Thethree countries where less than half of respondents said they were planning a holiday areTurkey (43%), Malta (45%) and Serbia (45%).In five countries, at least three out of 10 people said that they were not planning to go onholiday in 2012: Turkey (45%), Portugal (40%), Greece (35%), Serbia (34%) and Bulgaria(30%).5. HOLIDAYS PLANNED FOR 2012Four out of 10 respondents expect to take a holiday lasting between four and 13consecutive nights in 2012.Four out of 10 (41%) respondents said that they planned to take a holiday lasting betweenfour and 13 consecutive nights, while just over a quarter (27%) said that they intended tomake a short-stay trip of up to three nights. Around a fifth (19%) said that they planned totake a holiday lasting more than 13 consecutive nights. In addition, 15% of respondentssaid spontaneously that they were not planning to take any trips, with 12% sayingspontaneously that they had not yet made any decisions.In six countries a majority of respondents gave the answer ‘a holiday of between four and13 consecutive nights’: Norway (55%), Slovenia (55%), the UK (55%), Denmark (53%),Ireland (52%) and the Czech Republic (50%). Relatively few people said they were planninga holiday of this duration in Greece (23%), Turkey (23%), Hungary (24%), Latvia (24%)and Serbia (24%).Over half of respondents who were planning to take a holiday in 2012 intended togo somewhere in their own country. 12
  13. 13. FLASH EUROBAROMETER 334 “Attitudes of Europeans towards tourism”A majority (52%) of respondents said that they planned to spend their holidays in their owncountry, while 37% said that they intended to go on holiday in the EU. Just under a quarter(23%) of respondents said that they planned to go on holiday in another country outside theEU, while 7% said they didn’t know where they were going to spend their holiday. Base: 71% from the total number of respondents (18 800 respondents) (Those who want to take holidays in 2012) When asking the question (OUR COUNTRY) is replaced by the name of the country the interview is conductedThe plan of having a trip in their own country in 2012 was the most common answer inGreece (80%), Turkey (80%), Croatia (77%) and Bulgaria (73%). Relatively fewrespondents said they expected to holiday domestically in Luxembourg (2%) and Malta (3).Trip in the EU was the commonest answer in Luxembourg (80%), Cyprus (72%), Malta(70%), Belgium (65%) and Denmark (60%). Holidaying in the EU was a relativelyuncommon plan in Turkey (11%), France (19%) and Greece (20%). Outside the EU wasthe most popular in Slovenia (55%), Serbia (41%), Macedonia (37%), Austria (34%),Denmark (34%) and Germany (33%). However, relatively few respondents said they wereplanning a holiday in a non-EU country in Cyprus (8%), Greece (8%), Hungary (9%) andRomania (9%).In terms of the specific countries in which respondents said they were planning to spendtheir holidays, the most popular intended destinations were Spain (10%), Italy (7%), France(6%), Greece (4%), Austria (3%), Germany (3%) and the UK (3%). 13
  14. 14. ANNEXES
  16. 16. FLASH EUROBAROMETER 334 “Attitudes towards tourism” TECHNICAL SPECIFICATIONSBetween the 10th and 14th of January 2012, TNS Political & Social, a consortium created between TNS political &social, TNS UK and TNS opinion, carried out the survey FLASH EUROBAROMETER 334 about ‘Attitudes towardtourism’.This survey has been requested by the EUROPEAN COMMISSION, Directorate-General for Enterprise and Industry. Itis a general public survey co-ordinated by the Directorate-General for Communication ("Research and Speechwriting"Unit). The FLASH EUROBAROMETER 334 covers the population of the respective nationalities of the European UnionMember States, resident in each of the 27 Member States and aged 15 years and over. It was also conducted inCroatia, Turkey, FYROM, Iceland, Norway, Republic of Serbia and Israel. The survey covers the national population ofcitizens (in these countries) as well as the population of citizens of all the European Union Member States that areresidents in these countries and have a sufficient command of the national languages to answer the questionnaire. Allinterviews were carried using the TNS e-Call center (our centralized CATI system). In every country respondentswere called both on fixed lines and mobile phones. The basic sample design applied in all states is multi-stagerandom (probability). In each household, the respondent was drawn at random following the "last birthday rule".TNS have developed their own RDD sample generation capabilities based on using contact telephone numbers fromresponders to random probability or random location face to face surveys, such as Eurobarometer, as seed numbers.The approach works because the seed number identifies a working block of telephone numbers and reduces thevolume of numbers generated that will be ineffective. The seed numbers are stratified by NUTS2 region andurbanisation to approximate a geographically representative sample. From each seed number the required sample ofnumbers are generated by randomly replacing the last two digits. The sample is then screened against businessdatabases in order to exclude as many of these numbers as possible before going into field. This approach isconsistent across all countries.
  17. 17. N° FIELDWORK POPULATION ABBR. COUNTRIES INSTITUTES INTERVIEWS DATES 15+ BE Belgium TNS Dimarso 1.002 10/01/2012 14/01/2012 8.939.546 BG Bulgaria TNS BBSS 1.000 10/01/2012 14/01/2012 6.537.510 CZ Czech Rep. TNS Aisa s.r.o 1.000 10/01/2012 14/01/2012 9.012.443 DK Denmark TNS Gallup A/S 1.000 10/01/2012 14/01/2012 4.561.264 DE Germany TNS Infratest 1.500 10/01/2012 14/01/2012 64.409.146 EE Estonia TNS Emor 500 10/01/2012 14/01/2012 945.733 EL Greece TNS ICAP 1.002 10/01/2012 14/01/2012 8.693.566 ES Spain TNS Demoscopia S.A 1.501 10/01/2012 14/01/2012 39.035.867 FR France TNS Sofres 1.502 10/01/2012 14/01/2012 47.756.439 IE Ireland IMS Millward Brown 1.000 10/01/2012 14/01/2012 3.522.000 IT Italy TNS Infratest 1.501 10/01/2012 14/01/2012 51.862.391 CY Rep. of Cyprus CYMAR 500 10/01/2012 14/01/2012 660.400 LV Latvia TNS Latvia 503 10/01/2012 14/01/2012 1.447.866 LT Lithuania TNS Lithuania 503 10/01/2012 14/01/2012 2.829.740 LU Luxembourg TNS Dimarso 502 10/01/2012 14/01/2012 404.907 HU Hungary TNS Hoffmann Kft 1.000 10/01/2012 14/01/2012 8.320.614 MISCO International MT Malta Ltd 501 10/01/2012 14/01/2012 335.476 NL Netherlands TNS NIPO 1.000 10/01/2012 14/01/2012 13.371.980 AT Austria TNS Austria 1.000 10/01/2012 14/01/2012 7.009.827 PL Poland TNS OBOP 1.501 10/01/2012 14/01/2012 32.413.735 PT Portugal TNS EUROTESTE 1.001 10/01/2012 14/01/2012 8.080.915 RO Romania TNS CSOP 1.003 10/01/2012 14/01/2012 18.246.731 SI Slovenia RM PLUS 500 10/01/2012 14/01/2012 1.759.701 SK Slovakia TNS AISA Slovakia 1.001 10/01/2012 14/01/2012 4.549.955 FI Finland TNS Gallup Oy 1.002 10/01/2012 14/01/2012 4.440.004 SE Sweden TNS SIFO 1.000 10/01/2012 14/01/2012 7.791.240 UK United Kingdom TNS UK 1.498 10/01/2012 14/01/2012 51.848.010 TOTAL EU27 26.523 10/01/2012 14/01/2012 408.787.006 HR Croatia Puls 503 10/01/2012 14/01/2012 3.749.400 TR Turkey TNS PIAR 1.000 10/01/2012 14/01/2012 54.844.406 Former Yugoslav Rep. of MK Macedonia TNS Brima 501 10/01/2012 14/01/2012 1.678.404 IS Iceland Capacent ehf 501 10/01/2012 14/01/2012 252.277 NW Norway TNS Gallup AS 500 10/01/2012 14/01/2012 3.886.395 IL Israel TNS Teleseker 563 10/01/2012 14/01/2012 4.257.500 RS Republic of Serbia TNS Medium Gallup 503 10/01/2012 14/01/2012 6.409.693 TOTAL 30.594 10/01/2012 14/01/2012 473.833.379For each country a comparison between the sample and the universe was carried out. The Universe description wasderived from Eurostat population data or from national statistics offices. For all countries surveyed, a nationalweighting procedure, using marginal and intercellular weighting, was carried out based on this Universe description.In all countries, gender, age, region and size of locality were introduced in the iteration procedure. For internationalweighting (i.e. EU averages), TNS Political & Social applies the official population figures as provided by EUROSTAT ornational statistic offices. The total population figures for input in this post-weighting procedure are listed above.Readers are reminded that survey results are estimations, the accuracy of which, everything being equal, rests uponthe sample size and upon the observed percentage. With samples of about 1,000 interviews, the real percentagesvary within the following confidence limits: Observed percentages 10% or 90% 20% or 80% 30% or 70% 40% or 60% 50% Confidence limits ± 1.9 points ± 2.5 points ± 2.7 points ± 3.0 points ± 3.1 points